Vitakraft

01

The Kickoff

Vitakraft wanted to get as many dog and cat lovers to the event as possible around the Vitakraft Pets Experience. The challenge was to hit just the right people with a modest budget and motivate them to buy tickets. We were asked to quickly achieve visibility and concrete visitors, on behalf of Activation Heroes.

02

The Game Plan

We chose Smart Location Targeting because it allows us to be hyper-targeted. We built target groups from visitors to more than a hundred pet stores and approached them online with inviting creatives. This way we advertised literally in the heart of the target group, with minimal waste and maximum relevance.

The message was upbeat and direct. The banners captured the character of the event with a clear call-to-action for buying tickets. Deployment was via mobile web and in-app, so we were present at the times when owners were using their phones. On a daily basis, we optimized for visibility, engagement and unique reach. In doing so, the campaign fit seamlessly into our philosophy creates learns performs.

03

The Score

The combination of smart location data and bright creatives provided broad visibility and brand recognition. We realized over one hundred and fifty thousand impressions and reached over thirty-five thousand relevant profiles. This translated into demonstrable movement towards the event with hundreds more visitors compared to last year.

More important than the individual numbers is the impact for Vitakraft. The event received a visible boost in the weeks leading up to it. The brand was positively associated with fun and experience for owners and animals. On the day itself, this resulted in more traffic and an energetic atmosphere on location.

With this campaign, we showed that targeted play on location data and creative simplicity has a direct effect on brand and visitation.

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